In reporting marketing research findings, the researcher should
a) provide explanations in language that those who use the report to make decisions can understand.
b) write the report in an extremely technical and statistical style.
c) fit the problem to a favored statistical technique.
d) not acknowledge any limitations associated with the study.
e) give management the answers it wants.
Answer: a) provide explanations in language that those who use the report to make decisions can understand.